Start Selling - Stop Telling

There are two reasons why prospects and buyers remember very little of what salespeople tell them: 

1) Often the salespeople speak in very technical language that the prospect doesn’t understand. It’s very hard to remember or repeat words or phrases that one is not familiar with. It is more productive to speak in easy-to-understand language and putting the customer at ease.

2) Unfortunately, prospects and customers don’t trust salespeople. Therefore, technical jibber-jabber reinforced with a lack of trust insures nothing said is ever remembered!

Sandler Rule: Prospects buy for their reasons, not the salesperson’s reasons.

In fact, prospects buy things every day in spite of the technical reasons. Your best prospects are emotionally involved in their problem. They aren’t concerned with technical details! Conversely, bad prospects are delighted to talk about technical aspects. You’ve seen them before. They take notes, ask you to repeat things and have dozens of questions for you and than never buy from you.

You’ve heard the term, Selling isn’t Telling? It is a very popular Google search that reveals dozens of experts in the field of sales and all say the same thing. Ask, don’t tell. Why do you think professionals in sales believe that telling, explaining, convincing, handling objections, presenting and responding to RFP’s are all valid forms of selling? If you are a professional salesperson that understands why telling isn’t selling, please let us know.

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Don’t spill your candy in the lobby! Instead, ask questions that uncover your prospect’s pain. Your closing ratio will thank you.

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